The SAARF 2007B AMPS (All Media Products Survey) data was released in Joburg this morning, Monday, 10 March 2008, to those who attended the presentation - the specific data is embargoed until Thursday when the Durban and Cape Town presentations are done. A very interesting increase in consumption of media across the board has been recorded, with only outdoor and cinema measuring no significant change in this round of research. Newspaper, magazine and Internet readership was up significantly. For the Internet, usage was up in Gauteng and other urban areas, but interestingly enough for media such as newspapers and magazines, significant increases were measured in the rural areas, as well as Gauteng and the Reef, Limpopo and Mpumalanga being the provinces which registered significant growth in readership and media consumption across the board. Increased activity in the market, particularly since 2002, in newspaper and magazine readership and new launches are a factor, as well as increased household income (LSM 1 household income increasing to over R1000 p/m and LSM 10 to over R20 000 p/m), increased adult functional literacy to 88%, and employment. In the attitudinal part of the research, respondents did feel that crime is having a negative effect on the country, and it is making people anxious. However, most say they would still rather live in South Africa than anywhere else. Go to the SAARF website (www.saarf.co.za) on Thursday for all the results.
Enjoy! Louise Marsland, editor: editor@bizcommunity.com. All marketing news to: marketingnews@bizcommunity.com. Responses to this column welcome on our blog: http://blog.bizcommunity.com.